Leading German hotel company, Deutsche Hospitality, has announced its assertive worldwide expansion plans, aiming to grow its global portfolio from 150 to 250 properties by 2024. The Middle East will play a major part in this growth, with plans to introduce new hotels in UAE, Oman and Saudi Arabia within the next year.
Renowned for providing international hospitality of the highest professional level and combining the finest of German hotelier passion with international flair, Deutsche Hospitality is currently present in the Middle East with two Steigenberger and five IntercityHotel hotels.
Part of its UAE growth plans includes the introduction of a new hotel brand to the region, as the group gets set to launch the first Jaz in the City hotel in Deira, Dubai in 2022. Serving as a home away from home for music-aficionados of all genres, Jaz in the City places music in the spotlight through DJ sets and live acts, sweet sound installations, carefully compiled all-day play lists and Jaz Radio Stream, Recording Studio as well as music-minded staff and a dedicated Corporate Curator.
Jaz in the City Dubai will be located within the Deira Enrichment Project under development by Ithra Dubai, a fully owned subsidiary of Investment Corporation of Dubai (ICD). It will comprise of 253 guest rooms: 234 Intune rooms (standard), 13 Bass rooms (junior suites) and six Offbeat rooms (one-bedroom suites). It will also encompass a range of F&B offerings that include Soul Food Restaurant, Grill Bar & Restaurant, Hotspot Pool Bar and unique Jaz’z’ Roof Bar as well as an all-day dining outlet and Lobby Café. Meeting rooms and a dedicated well-being area will also be available to guests.
The Evolution Steigenberger: Investment of 120 Mio. Euro
In addition, Deutsche Hospitality has also announced a complete relaunch of its luxury brand, Steigenberger Hotels & Resorts, striving to be trend-setting in design, contemporary in digitalization and dynamic in addressing target groups.
“Evolution Steigenberger” is the largest investment in the history of the Steigenberger brand and comprises core elements such as ‘welcome managers’ in the hotels, pop-up museums and in-house fashion events, involving the local culture and music scene, new logo, visual language and innovative design, as well as extensive renovations. The first new ‘look and feel’ is set for the Steigenberger Hotel Hamburg, followed by properties in Vienna, Amsterdam, Bonn-Petersberg, Brussels, Frankfurt, Dusseldorf, Kiel, Berlin, Cologne and Dresden.
The core of the “Evolution Steigenberger” is to develop the Steigenberger brand even further without breaking its original values. “At Steigenberger we can look back on a unique success story of almost 90 years,” said Thomas Willms, CEO Steigenberger Hotels AG and Deutsche Hospitality. “Now is the time to further develop Steigenberger Hotels & Resorts with innovation, new content and a trend-setting design, while reloading our famous values – Passion, Perfection, Tradition, Visionary and Caring – and increasing popularity on an international level.”
“With the Evolution Steigenberger, we are laying the founding stone for further growth of the brand,” said Willms. “We want to evolve with the existing hotels and this year, together with our partners, invest over 120 million Euros in a number of hotels in European cities. At the same time, we will continue to grow internationally and focus key efforts on the Middle East region.”
250 Hotels Until 2024
Globally, the hospitality group’s annual growth target is to double the number of hotels to 250 until 2024. The group is aiming to add 100 new properties to its portfolio within the next five years, specifically in the Middle East and Europe.
Deutsche Hospitality’s global portfolio consists of 150 properties across its brands: Steigenberger Hotels & Resorts, MAXX by Steigenberger, Jaz in the City, IntercityHotel and Zleep Hotels.
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Deutsche Hospitality brings together five separate hotel brands under a single umbrella. Steigenberger Hotels & Resorts has 60 hotels housed in historic traditional buildings and lively city residences and also offers health and beauty oases set at the very heart of nature. MAXX by Steigenberger is a new and charismatic concept which places the focus on the essential in accordance with its motto “MAXXimize your stay”. Jaz in the City branded hotels reflect metropolitan lifestyle and draw upon the local music and cultural scene. IntercityHotel offers more 40 upper mid – range urban hotels, all of which are located within easy walking distance of railway stations or airports. And Zleep Hotels – a well – known and successful hotel brand in Scandinavia which offer service and design at a great rate for the many. The portfolio of Deutsche Hospitality currently includes almost 150 hotels on three continents 30 of which are in the pipeline.
https://www.deutschehospitality.com/en
https://www.steigenberger.com/en | https://www.maxxhotel.com/en
https://www.jaz-hotel.com/en | https://www.intercityhotel.com/en | www.zleephotels.com/en/
